Below is a remarkable recycling campaign that helped the Salta beer brand infiltrate every local rugby club without having to sign a sponsorship contract all while helping protect the environment by promoting & encouraging recycling.

Salta successfully built a compelling reason for fans to recycle their beer cans. Eventually those rugby players who chose to recycle could feel a functional benefit to their actions. Beer cans were melted, molded and turned into spikes for their rugby cleats. This creative execution once again reinforced the brand’s identity and assimilation in the rugby community.

Could one day in the future we see a UFC cage made from recycled Bud Light cans? What else can you come up with?